Pain relief for cats: Cat Ramps

Like us, cats can suffer from debilitating osteoarthritis, making everyday movement painful and challenging. In fact, 1.5 million cats across Australia and New Zealand are putting up with the pain of osteoarthritis today. The worst thing is, only 7% of sufferers are treated. Meeoch! Pain relief is available from your vet. To raise awareness of this, its maker Boehringer Ingelheim created a website catswitharthritis.com, to help owners spot the signs of arthritis in their cat and prompt them to seek advice from their vet.Agency: Ogilvy Commonwealth Sydney

To build this public awareness and drive cat owners to the new website there had to be something that would stand out.

Introducing wheelchair ramps for cats.

A series of specially made ramps with website activation were placed in a high-profile park in Sydney on one day. This ambient yet relevant placement caught the eye of park visitors and city workers.

They could interact with the ramps, activate the mobile website, learn about the disease, the signs to watch out for and potentially seek a management plan from their local vet.

The traffic to the website exceeded objectives three-fold. Just under their monthly hits was achieved in one day.

The ramps are now destined for other cities where they can continue to give cats a voice in osteoarthritis so they can get the treatment they deserve.